{"id":21368,"date":"2023-12-20T14:40:04","date_gmt":"2023-12-20T13:40:04","guid":{"rendered":"https:\/\/www.fundacionmicrofinanzasbbva.org\/revistaprogreso\/greenwashing-2\/"},"modified":"2023-12-20T18:02:42","modified_gmt":"2023-12-20T17:02:42","slug":"greenwashing-2","status":"publish","type":"post","link":"https:\/\/www.fundacionmicrofinanzasbbva.org\/revistaprogreso\/en\/greenwashing-2\/","title":{"rendered":"Greenwashing"},"content":{"rendered":"<div class=\"pdfprnt-buttons pdfprnt-buttons-post pdfprnt-top-right\"><a href=\"https:\/\/www.fundacionmicrofinanzasbbva.org\/revistaprogreso\/en\/wp-json\/wp\/v2\/posts\/21368?print=pdf\" class=\"pdfprnt-button pdfprnt-button-pdf\" target=\"_blank\" ><img decoding=\"async\" src=\"https:\/\/www.fundacionmicrofinanzasbbva.org\/revistaprogreso\/wp-content\/plugins\/pdf-print\/images\/pdf.png\" alt=\"image_pdf\" title=\"View PDF\" \/><\/a><a href=\"https:\/\/www.fundacionmicrofinanzasbbva.org\/revistaprogreso\/en\/wp-json\/wp\/v2\/posts\/21368?print=print\" class=\"pdfprnt-button pdfprnt-button-print\" target=\"_blank\" ><img decoding=\"async\" src=\"https:\/\/www.fundacionmicrofinanzasbbva.org\/revistaprogreso\/wp-content\/plugins\/pdf-print\/images\/print.png\" alt=\"image_print\" title=\"Print Content\" \/><\/a><\/div><h2><b>Colombia<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Recientemente se present\u00f3 ante el Congreso el <\/span><b>proyecto de ley 101-23 mediante el que se regula y sanciona el lavado verde de imagen o greenwashing<\/b><span style=\"font-weight: 400;\">, con el objetivo de establecer medidas para regular, prevenir y sancionar el lavado verde de imagen.<\/span><\/p>\n<p><a href=\"https:\/\/www.fundacionmicrofinanzasbbva.org\/revistaprogreso\/wp-content\/uploads\/2023\/12\/pequena-planta-scaled.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-21238 alignleft\" src=\"https:\/\/www.fundacionmicrofinanzasbbva.org\/revistaprogreso\/wp-content\/uploads\/2023\/12\/pequena-planta-300x200.jpg\" alt=\"\" width=\"300\" height=\"200\" srcset=\"https:\/\/www.fundacionmicrofinanzasbbva.org\/revistaprogreso\/wp-content\/uploads\/2023\/12\/pequena-planta-300x200.jpg 300w, https:\/\/www.fundacionmicrofinanzasbbva.org\/revistaprogreso\/wp-content\/uploads\/2023\/12\/pequena-planta-1024x683.jpg 1024w, https:\/\/www.fundacionmicrofinanzasbbva.org\/revistaprogreso\/wp-content\/uploads\/2023\/12\/pequena-planta-768x512.jpg 768w, https:\/\/www.fundacionmicrofinanzasbbva.org\/revistaprogreso\/wp-content\/uploads\/2023\/12\/pequena-planta-1536x1024.jpg 1536w, https:\/\/www.fundacionmicrofinanzasbbva.org\/revistaprogreso\/wp-content\/uploads\/2023\/12\/pequena-planta-2048x1365.jpg 2048w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">En concreto, el proyecto obliga a personas jur\u00eddicas y naturales que realicen publicidad de la sustentabilidad a proporcionar informaci\u00f3n completa, veraz, verificable, comprensible y precisa. Adem\u00e1s, proh\u00edbe omitir antecedentes relevantes que puedan llevar a error a la audiencia. Igualmente, promueve la transparencia y la veracidad en la comunicaci\u00f3n de pr\u00e1cticas sustentables, evitando la confusi\u00f3n o el enga\u00f1o a los consumidores.<\/span><\/p>\n<h2><\/h2>\n<h2><b>Per\u00fa<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Por otra parte, y en l\u00ednea con el proyecto colombiano, en Per\u00fa, INDECOPI ha emitido una <\/span><b>Gu\u00eda de Publicidad Ambiental para la difusi\u00f3n de Publicidad Verde y evitar el Greenwashing<\/b><span style=\"font-weight: 400;\">. La Gu\u00eda establece los cinco principios de la publicidad verde:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">La veracidad, que consiste en que las afirmaciones objetivas sobre el producto o servicio que se difunde en la publicidad cuenten con un sustento t\u00e9cnico o cient\u00edfico actualizado y que haya sido emitido de manera previa a la difusi\u00f3n del anuncio<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">La claridad de la informaci\u00f3n que se proporciona al consumidor y al mercado, evitando la imprecisi\u00f3n sobre la realidad del producto o servicio<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">La pertinencia de trasladar al consumidor informaci\u00f3n relevante y que est\u00e9 directamente relacionada con el producto<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">La transparencia de la informaci\u00f3n para el consumidor<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">La lealtad para efectuar comparaciones sobre atributos objetivos que resulten verdaderos, exactos y pertinentes<\/span><\/li>\n<\/ol>\n<p><strong>Gu\u00eda de Publicidad Ambiental para la difusi\u00f3n de Publicidad Verde y evitar el Greenwashing: <\/strong><a href=\"https:\/\/www.gob.pe\/institucion\/indecopi\/informes-publicaciones\/4749865-guia-de-publicidad-ambiental\" target=\"_blank\" rel=\"noopener\">AQU\u00cd<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Colombia Recientemente se present\u00f3 ante el Congreso el proyecto de ley 101-23 mediante el que se regula y sanciona el lavado verde de imagen o greenwashing, con el objetivo de establecer medidas para regular, prevenir y sancionar el lavado verde de imagen. En concreto, el proyecto obliga a personas jur\u00eddicas y naturales que realicen publicidad [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[4707,4734,5277,4676,4709,6467,2252,6468,4703,6469],"class_list":["post-21368","post","type-post","status-publish","format-standard","hentry","tag-informacion-en","tag-proteccion-al-consumidor-en","tag-publicidad-en","tag-transparencia-en","tag-consumidores-en","tag-greenwashing-en","tag-indecopi-en-2","tag-lavado-verde-en","tag-medio-ambiente-en","tag-publicidad-verte-en","numero-32-en","seccion-trending-topics-corporate-governance","pais-colombia-en","pais-peru-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Greenwashing<\/title>\n<meta name=\"description\" content=\"Colombia 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